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In principle, you can make any selections from this data goldmine for detailed analysis, and not least, for graphic presentation. To illustrate what can be done we describe below a process for comparative analysis based on Market Research item 79 (MR79), and later we shall give examples from MR27 and the Income Statement of a Co. and Consolidated Financial Statements for all companies (MR74).

NOTE: THESE EXAMPLES ASSUME THAT YOUR COMPANY ORDERED MR ITEMS 79 AND 74, respectively, IN THE QUARTER.

Output is automatically converted to Excel. We will focus on sample uses of this data..

This guide is divided into three parts:

I. Competitive Analysis of Company and Industry Performance (MR 79)

II. Gross Margin and ROS of Co. 4 in Q4 (MR27)

III. Marketing Expenses and Gross Margin, All Companies (MR 74)

I. COMPARATIVE ANALYSIS OF COMPANY AND INDUSTRY PERFORMANCE

Scroll down the pages of your Co. output file in Excel until you reach Market Research Number 79 (this would typically be on the next to last page. We will assume that you want all company and industry average data. For definition of terms used in MR79, see Guide, p. 120? We are including ROI, ROS, and ROA. (You will find that MR79 carries three additional profitability ratios, but information overload is to be avoided in any single chart.) Follow this procedure:

1. In Excel, find and highlight the three lines of ROI, ROS, and ROA data. (Including the

column and row headings).

2. Go to the EDIT menu and select COPY.

3. Go to a blank area at the end of the current workbook or open a new workbook in

Excel.

4. Click on the area and go to EDIT menu, and select Paste. This will paste the data in an easily accessible area for analysis.

5. Go to Insert Chart or select the Chart Icon on the Toolbar. For more information on

creating charts please see the last page of this guide.

Charts illustrating the above example appear on the next two pages.

In...